MARK 305 Lecture Notes - Lecture 8: Permission Marketing, Podcast, Microblogging
27 Jan 2017
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Document Summary
Basic psychological principals that influence people to change their minds. Reciprocity give if they receive something, gratuity to complete survey. Authority believe authoritative search more readily. Consistency committing to something small makes people mimic their actions in the future. Consensus we do things because everyone does them and we want to fit in. Who will be depicted as using the product. What media will be used to transmit the message. If ppl don"t wear perfume they wont pay attention to perfume ad. Communications model: number of elements necessary for communication to be achieved. Source- chooses and encodes message-transmitted by a medium-tv, social media, billboards decoded by receiver-interprets symbols and gives feedback. Sender encodes transmission media decode receiver feedback. Traditional communications model does not tell whole story. Permission marketing: marketer will be much more successful trying to persuade consumers who have pted into their messages. Consumers who opt out were not good targets to begin with.
